17th National Education Marketing Roundtable
Minutes
Foreign Affairs and International Trade Canada (DFAIT)
Robertson Boardroom, 125 Sussex Drive, Ottawa
May 4, 2010, 09:00 am – 16:30 pm
Chair: Chris Greenshields
Director, International Education & Youth Division, DFAIT
Deputy Chair: Jean-Philippe Tachdjian
Deputy Director, Edu-Canada, DFAIT
Opening Comments
Chris Greenshields, Director, International Education and Youth Division, DFAIT
Economic Impact of International Students in Canada has demonstrated the growing importance of the field while increasing numbers raise the profile’s credibility. Longer term benefits are clearer; there is increased coordination and cooperation in the education industry with a more strategic approach to key partners, for example with respect to China and India. Education continues to be a growing feature of our relationships and trade policy. PM launched the Emerging Leaders of the Americas Program (ELAP) last year, as part of a series of initiatives regarding the Americas. First, participants were selected last fall to provide the basis of an expanding network of alumni around the world. Taking advantage of these future leaders is crucial and a project at DFAIT is underway for alumni engagement. India is an important opportunity for Canada, they have strong interests to expand education relationships to meet demand in their expanding higher education sector.
Review November 2009 Minutes and May 2010 Agenda
Education Marketing 2010 Strategy
Jean-Philippe Tachdjian, Deputy Director (Edu-Canada, DFAIT)
The 2009–2010 year was difficult. Closure of the CECN had a real impact on missions. Following the economic impact report, the Hon. Stockwell Day presented the findings to universities and colleges. The sector most in demand in our embassies and consulates, even during the economic recession. A growing sector. CECN: Public not aware that the CECN was a non-governmental organization, unlike the British Council. So it was expected that the government would save the CECN. The embassies are receiving more and more requests. We are trying to develop economic activities and our embassies’ skills, such as improved service, telephone consulting services, etc. We know that you were disappointed but we are carrying on with our work and are doing everything we can. The current budget essentially requires that we do more with less but we are committed to keeping pace with expectations and initiatives under the Edu Canada umbrella.
Branding: Success, cooperation and adoption by institutions slower than expected but since it is time to update promotional brochures we hope that an increasing number of institutions will make the request. The missing list from Ontario is certainly not helping.
Our missions offer activities on a cost-recovery basis, so more of our funds can be dedicated to promoting and improving our website. The former Live, Learn and Succeed was, in its era, on the cutting edge of technology. Our current site is a reworking of that site, but it must be replaced using more enhanced Web 2.0 technology.
Signature events: Their importance is growing. Not so long ago the APAIE and the EAIE were relatively unknown and unimportant. This year, NAFSA will likely be a bit smaller but we are preparing for Vancouver in 2011.
The first Conference of the Americas on International Education will fill the gap in the Americas. Canadian institutions opening campuses abroad now have opportunities in India as well as elsewhere, like Kuwait. We must work together with these institutions to develop a joint strategy.
Edu-Canada Team Updates
Branding Initiatives, Geneviève Gougeon
Fall 2009, we launched the Brand with educational institution, focusing on the use of the logo but also on the strategy, the Brand promise and the Extranet site. The training is a pre requisite to using the Brand. The partnership with CMEC is working well and while uptake by institutions is slow we expect this to increase over the summer after outreach and training programs.
It is an “umbrella” Brand inviting people to get to know Canada. Brand protection: sub-licence for use, registered trademark in over 53 countries. Policies for using the Brand set out the conditions for use and the types of institutions that can use it, but the provinces can also decide to be more restrictive. This policy provides our missions with guidance on eligibility criteria for events. For the time being, language schools can participate only in a “non-branded” section. Process for requesting use is simple and managed by the CMEC Brand manager, Rena Elbaze.
Explanation of the benefits of using the Brand based on eligibility or authorization (table). Analysis of participation in training sessions and requests for use. Participation rates in BC and SK are low compared with the number of institutions. Example of Brand use by a Québec institution. Support to missions: Training sessions are increasingly important to raise our missions’ awareness of how to use the Brand properly.
2010–2011 activities: Instructions for co-branding with the provinces to be reworked. Adapt the Brand to markets (market intelligence). Presentation of event photos, example of colours based on the market. The Brand allows us to be flexible.
Extranet: Explanation of various sections and the request for use. Visual examples of promotional tools. Direct mailing to the Brand manager.
Questions and Answers
Q: AUCC (Pari Johnson): Are the Vanier scholarships and the new post-docs part of our promotion and do the institutions have to submit visuals for approval?
A: DFAIT (Geneviève Gougeon): Yes, the Vanier scholarships are part of the promotion strategy.
C: Claude Martel: Will private institutions be included?
A: DFAIT (Jean-Philippe): It is not a question of private or public. For example, a public institution cannot use the Brand on its campuses abroad; it is only for recruiting students in Canada. It is a matter of provincial authority, but the problem is that the provincial governments do not regulate the language sector. Discussions are under way, though, to include language schools and private colleges (CETAC).
C: Another interesting thing is the growth of distance training, and we have to start thinking about “sub-branding” for that sector.
C: (CICIC) Yves Beaudin: Language schools are not eligible, only language schools in public institutions that are eligible to use the Brand are. To find the complete authorization list, go to the cicic.ca website.
Q: AUCC (Robert White): Turn around time of 24 hours from Rena is after they have taken the training and submitted their application. Is the training on demand?
A: DFAIT (Jean-Philippe): we inform them of the training dates and we organise them regularly. The role of the association is important in terms of informing their network.
Mission Activities
Nancy Hector & Rebecca Barnes
Upcoming activities for our missions overseas are focussed on priority countries, where 70% of our funds are allocated. Middle East, Asia and Africa will have many well established events this year plus the inclusion of new events such as PhD Fairs. Missions are coordinating more initiatives to help institutions leverage as many activities as possible in one trip. We are working on best practices and increased standardisation for event organisation, including reporting, payments, and messaging. Notable inclusion in our regular list of activities is Saudi Arabia, following the IEHE, which had a large success with some 40 institutions. Canada was the only country with an overall look there. Also of note is an upcoming tour in the ASEAN region, PhD Fairs will have a larger presence in three of these locations. Allocation of remaining 30% funding to non-priority markets which include Iran, Pakistan and Bangladesh to increase mission outreach activities. Europe events are mostly organised by 3rd parties making a coordinated tour difficult. See the list of events for dates, note key sectoral events such as the Farnborough Air Show – UK. We developed a brochure on aeronautics last year for such an initiative. Latin America will see increased mission outreach activities in Argentina, Panama and a Caribbean Tour
C: DFAIT (JP): You will notice in the events list that many countries have not been active in the past. This is a result of the closure of CECN offices and mitigation strategies of Edu-Canada to encourage missions to become more active so as not to loose market activity.
Q: AUFC (Christophe Kervégant-Tanguy): What is the promotional plan for using the Brand? What are the messages that work? What direction do we take and how the Brand is received?
A: There are two ways to measure success: public opinion, which Edu Canada does not have the funds for, or the number of foreign students. The number of licences rose, especially in small markets. It is important to be synergistic. So we must move in the same direction as the institutions’ activity markets are moving so the institutions benefit from our efforts.
Q: LC (Gonzalo Peralta): Lists for teaching French and English as a second language are different. We take the interests of the French as a second language sector into account when we draw up our plans. If there is an interest in a specific market, you need to tell us. It is difficult for us to know the markets for specific sectors and we need help identifying them.
C: LC (Gonzalo Peralta): We are in the process of identifying these markets and compiling information.
Special Projects
Georgina Galloway
Key projects to include agent training (an influential group that we must better inform in terms of information, best practices and agent relations). The first delivery of a module is at ICEF (Toronto) where our goal is to develop a clear, consistent message. Eventually, we will look at agent “accreditation” but this implies monitoring which at present can’t be done due to insufficient resources. Our long term goal is to work with missions to train agents abroad and record who has been trained. In addition Edu-Canada Pro is being revamped to enhance event registration tools. We encourage everyone to register as this will be a primary communication tool for education clients. The student Web, educationau-incanada, is under assessment to meet key requirements and for a new future strategy.
Q: CICIC (Yves Beaudin): On ICEF, the use of the word accreditation in Canada should not be used. We don’t accredit institutions, we quality assure them. Only BC uses it for its Career colleges. They do it in the USA but in most countries we use quality assurance.
A: DFAIT (JP): Clarification that accreditation here was meant for agents, not institutions.
Signature Events
John Manning, MTCU Ontario and Stéphanie Mercure, Trade Commissioner
Echo Chris Greenshields’ comments about marking milestones in continued collaboration with PT and federal government and increasing Canada’s profile through signature events (higher level partnership-building events). See presentation for locations and key dates. AAAS is an example of cross promotion through a science based event, the most important general event for science advancement. Ten government agencies collaborated to promote research partnerships with the US. The event provided a valuable venue for promotion, with media exposure and the targeted promotional area of research. APAIE and the following familiarization (fam) tour throughout Australia provided seven institutions, as well as government representatives, with visits to universities (Sydney and Melbourne) while promoting Canada, conducting research, and sharing best practices in security matters. General comments indicated this was a particularly useful program for all. Following the tour, 27 institutions participated in APAIE via a strongly integrated pavilion, on site reception, presentations on best practices (Canadian content) from MTCU, and Canada’s position in international education (DFAIT). NAFSA, Kansas City, will feature an improved pavilion and new collateral materials for promotion. Upcoming signature events at EAIE and NACAC will feature the new pavilion, media outreach and at EAIE a post conference France-Canada partnerships roundtable. ICEF (May, Toronto) is an organization that connects agents and students worldwide, while providing resources and training opportunities for education agents. CAIE, is to be hosted in Calgary AB and coordinated by three organizations. This supports Canada’s objectives and strategy for the Americas, much like EAIE and APAIE. Consider the series of key events to be hosted in Canada (NAFSA, Vancouver 2011; AAAS, Vancouver 2012; NACAC, Toronto 2013).
Health Break
Conference of the Americas on International Education
Jennifer Humphries, Vice President (CBIE)
2009 discussions were held between education associations, identifying a gap in the market with respect to a lack of international education events about the Americas. There are some one-off events, but nothing pan-American. The group has developed a framework for this type of conference with the hope that the events will take place in a different country each year. Goal is to create a discussion forum, with the specific theme of ‘quality’. Why is the event important: enhance knowledge, increase partnership numbers, facilitate exchanges, develop a coordinated approach in supporting the education sector of developing countries in the hemisphere, and to showcase education in the Americas to the world. Aiming for 600 participants at the first conference. Who will attend: Minister Kent confirmed his attendance. OAS secretary general and First Nations’ chiefs are invited.
Draft program: 3.5 days of conference activities.
Why is the 1st conference in Canada? It was our idea, 20th anniversary of Canada’s accession to the OAS, and could profile the importance of Canada’s engagement in the Americas. Additional events to be held on the margins of the conference will provide additional value to participants. May 24 is the deadline for submissions of session proposals. Promotion: through CDN missions abroad, advertising, e-marketing, etc.
May - Exhibitors package online
June 1 – registration opens
How to get involved: submit a session proposal, promote to your network, sponsor, participate
C: JP- DFAIT is considering this to be a Signature event. There will be a Canada pavilion and institutions will be asked to spend some time at the booth. This conference is not just a special CBIE conference - it is a vital part of DFAIT’s Americas strategy
Consortium of National Associations (AUCC, ACCC, CBIE, LC, CAPS-I)
Karen McBride, President (CBIE)
Who is the consortium: A group of key national associations with a strong track record of support in education marketing. Its members are eligible to use the Imagine Brand. Why have they come together: !) To contribute to the objective of bringing more international students to Canada; 2) They recognize the importance of a well structured collective action to improve competitiveness; 3) To engage the education sector in the efforts to market Canadian education abroad. There are competitive advantages that can be achieved through cross-sector partnerships. We want to work closely with both levels of government and stakeholders in education. Five associations recently met with Minister Van Loan and he appreciated the importance of the work done and the benefits of a cohesive approach to education marketing. What the consortium plans to do: 1) Demonstrate that the education sector is getting its act together. 2) Support a more strategic and coordinated approach to the existing international marketing efforts. 3) Identify key activities where they can add value (best practices, agent training, data collection and business intelligence, for institutions to meet regularly and exchange information and foster collaboration, leverage networks overseas to raise visibility of the Canadian education system). Partnership with others is key so as not to duplicate existing efforts. Explore how we can collaborate in a more strategic way to maximize our efforts going forward.
Questions and Answers
Q: WUSC (Tom Tunney): Congratulations, this is the direction that we need to be moving to allow us to speak with a stronger approach. Need a ‘made-in-Canada’ solution that meets our needs. This is not a replacement for the CECN, nor should it be. Stress the desire that this be an open process, especially with respect to what our institutions can provide. WUSC supports this initiative.
A: CBIE (Karen McBride): We are not a replacement for the CECN. However, we may be able to provide information to students in key markets and fill some of the gaps that the CECN left. There is a lot of expertise and knowledge that we need to gather in a systematic way.
Q: CIS – CHEC (Michele Beaton): CHEC’s primary purpose is to organize tours in key market. CHEC is interested to be involved given their recruitment expertise.
Q: MCIE- Would this be another organization that deals with international education?
A: We do not want yet another infrastructure or new bureaucracy. We want to better coordinate what already exists.
Q: DFAIT (Jean-Philippe): Have you engaged with provincial governments?
A: CBIE (Karen McBride): Yes, in fall we had discussions with the Chair of CMEC. Conducted follow-up with provincial ministries and will be making a presentation to them next week. Also interested in engaging with provincial ministries and agencies.
Q: BCCIE (Randall Martin): What will happen if there is no additional federal funding?
A: CBIE (Karen McBride) A lot can be leveraged by better aligning the resources already available. We hope to gain some federal funding by demonstrating our organization and commitment in this field. Much more could be done if there was greater investment, but we can still add value even without it.
Light Lunch in the Skelton Lobby
Saudi Arabian Cultural Bureau in Canada: Market Briefing
Dr. Faisal Mohammad Al-Mohanna Abaalkhail, Cultural Attaché, Saudi Arabian Cultural Bureau, Canada
History of the Ministry of Higher Education. The Cultural Bureau works under MOHE’s umbrella, which focuses on universities, scholarships, and research. Number of universities has increased dramatically. They are linked to the MOHE but enjoy a high level of autonomy. Scholarship program: distributed in all countries and in a wide range of fields of study. Many are in Canada. MOHE helps individuals and institutions to build ties. Many are eager to develop partnerships with overseas institutions. Need of the Saudi universities to develop international partnerships: curriculum development, faculty recruitment, faculty development, program accreditation, and research projects. Saudi Arabia’s budget for 2010: $144 Billion. 25% of that ($36.5 billion) has been set aside for education and manpower development. $16.3 billion for Health Care and Social Affairs with a 50.9% increase over 2009. Canadian institutions did not secure as many MOUs as other countries at the IEHE. Up to recently, most of the Saudi students in Canada were in medicine. 8,792 scholarship program students in Canada as of May 4. Another stage of the scholarship program has been approved, thus the scholarship program will be in effect until at least 2015. Annual spending of the Saudi Cultural Bureau in 2009 was $380 million. Almost 12% of the scholarship students are in Canada. SACB wants to maintain this number. Identify the research interests of Saudi universities. Invited Canadian universities to collaborate with their Saudi counterparts to maintain partnerships. Identified issues with study and work permits for Saudis: visas’ validity period and their renewal to be done outside Canada. SACB recommends that their students be allowed to renew visas inside Canada.
Additional issue: Admission to graduate programs is the single most pressing issue faced. We need to create channels and to help students meet university requirements.
Looking forward: Drafting MOUs for signing at the IEHE conference 2011; exploring areas of interest between the two countries; initiate frequent high-level visits from universities and government; develop better ways to expedite the admission of Saudi scholarship students to graduate programs in Canada; and increase visa validity
Questions and Answers
Q: DFAIT (Jean-Philippe): On the IEHE and the lack of agreements: in Canadian institutions different people deal with recruitment and agreements. The people who attended the IEHE last year were mainly recruiters. Plannning ahead for 2011, we should create a delegation for recruitment and one for partnership building. On the question of visas: We have had discussions with CIC and OGDs and they are well aware of the issues and hope to get them resolved as soon as possible.
Q: CBIE (Jennifer Humphries): CBIE has an immigration committee that has discussed the fact that study and TRV visas are not issued for the same length and has discussed doing some advocacy around this issue.
C: CICIC (Yves Beaudin): Dr. Faisal may wish to make a presentation to provincial DMs. Visa issues have also been placed on the agenda for the next FPCCERIA
Q: MCIE (Gary Dyck): Graduate studies often need to plan their programs to have enough spaces. Students will come with a low level of English and are not eligible for conditional admission.
C: CAGS (Douglas): on behalf of CAGs I would like to meet with you to discuss these issues
C: LC (Gonzalo Peralta): Languages Canada has already reserved two booths for the IEHE 2011. Recommend to better prepare the presentations to ensure higher attendance. Underline the need to have a comprehensive approach that encompasses and integrates all the issues including language and visa.
Toronto Financial Services Alliance Strategy for Education
Dr. Catherine Chandler-Crichlow, Executive Director, Centre of Excellence in Financial Services Education
Since late 90s there was a will to make Toronto a financial sector hub by bringing industry together and by attracting business and talent to the sector. Financial Services Alliance has brought together leaders in all areas of finance to provide greater stability to the industry at large. Funding from Ontario Ministry of Training, Colleges and Universities (MTCU). Talent Matters report identified skills shortages which underpin the Alliance. Dr. Chandler identified through her professional experience that other countries are particularly keen to work specifically with education in Canada. Other areas of interest for Toronto include risk management, mining, metals, energy financing and as a potential global leader in retirement financing. Summarized mandate: to act as a research and information aggregator; to enhance alignment with education; and to attract talent. In general, there is interest in promoting education and training through business-customer connections and piggy-back branding (connecting people and institutions rather than replicating existing programs). Drivers in this process include education, industry, city, and government. City was the key driver moving the initiative forward. Education has been active in aligning programs for the sector, providing expertise in curriculum as well as liaising with industry.
A key objective is to meet labour market development. A report on Gen. Y indicated low level awareness of the finance sector and that parents are key supporters and influencers. They are interested in opportunities for flexibility, there is a need for formalized co-ops and work to prepare them for the financial service sector (FSS) as well as improved information channels. TFSA is creating an online talent lattice (competencies, career outcomes, education path) for FSS. Benefits should be realised by city, government, FSS organizations, students, career shifters, teachers, and counsellors.
C: CeLEA (Claude Martel): Appreciated your model incorporating all of the interested sectors
BCCIE Education Quality Assurance (EQA) and Marketing Initiatives
Randall Martin, Executive Director (BCCIE)
BCCIE formed in 1991 (NDP) with a focus on international education providers in the public sector. The Council changed with the 2001 Liberal government when funding was lost for several years. 2007, BCCIE was given short term funding for key activities in India and Beijing, then subsequently three-years of base funding with reorganization. The Council is publicly funded through two ministries with representation from K-12, language, post secondary and those that fall broadly under the umbrella. Stakeholder communities are represented on the Board; Council key activities include communications, marketing and EQA. 2001, BC privatization of schools created a need for better quality assurance and consumer protection. EQA is an amalgamation of existing programs under the umbrella for the post secondary sector, with the possibility of K-12. All public plus 22-23 private institutions are eligible. Accredited members in good standing may apply. Languages Canada members are imminently included for EQA, possible expansion to private career colleges. EQA approval guarantees quality and protection with the intention of enhancing the BC brand when promoting Canadian education.
New initiatives for BCCIE include an expanded speaker series, Summer Seminar for professional training (300 participants June 23-26) in all streams of international education, delegate visits (upcoming from India and Vietnam) and event planning to assist with market entry such as initiatives that took place in China to establish a foundation for institutions. Smaller boutique activities may follow in more established markets. Vietnam and Brazil are new markets of interest. While not a governmental entity, BCCIE can act on behalf of sectors to create MOUs given its strong and open relationship with the government and with the flexibility to adapt and implement, similar to that of Edu-Nova and other new provincial organizations. There is an economic imperative with 17,000 FT jobs and $2.5-3billion contributed to BC economy. Every full time international student contributes $25,000 to the community and additional tourism or industry related potential. Officially one year old, BCCIE is now considering new models of sustainable funding as well as succession planning for the education sector. Find our new publication, a first example of Lonely Planet Study Guide.
C: IPSEA (Maureen Smiley): BCCIE has now been a key source of emerging market information and every person has access to their services. Been a personal and professional benefit.
AUCC and ACCC Offshore Programs Report
Robert White, Senior Policy Analyst (AUCC) and Dominique van de Maele, Senior Program Officer (ACCC)
Edu-Canada is interested in pursuing research in the area of knowledge exports such as services abroad and development of marketing tools to promote education IN Canada. There is clearly an academic and economic imperative to enhance the global reputation of institutions and country profile although there was little concrete information regarding programs; credited and non-credited services offered; and a preliminary scope for distance education. Survey commissioned by DFAIT is intended to create an inventory of programs and services offered to students living outside of Canada in 2007-08. Online survey was implemented giving an understanding of the challenges (portion of activities, decentralized approach, requirement to have a simple update mechanism) and perhaps creating further data collection opportunities once a preliminary database is established. The goal is to develop best practices in service delivery abroad, to create an inventory and to determine how we can better promote Canadian programs abroad. Of all member institutions, fifty eight responded, 72% indicating programs offered abroad, 68% high to medium interest now, and 82% indicate high to medium interest in future. See key trends and observations within the attached report. Research indicates programs are offered in 41 countries with China as the largest market, India ranks second. An average of three professional staff are dedicated to knowledge exports abroad, tuition is estimated at $31.34 million. Summary of delivery method, accreditation methods as well as award achieved is included in the raw data. All programs follow requirements of home institutions, 65% have mechanisms guiding quality assurance and another 37% through a professional body.
ACCC used the same questionnaire as AUCC via the DFAIT commission and received a 77% response rate. All data are for the 2007-2008 academic year. On average we have 2.55 FTE non teaching positions per institution developed or dedicated directly to supporting activities related to provision of educational programs offered abroad. Similar to AUCC, over 50% of the programs are offered in China, 13% are in India. There is a will to diversify. Fields of study are distributed between business (wide sector), Computer IT, and tourism. The great majority of the students finance their own costs. It speaks to the need of finding alternative ways to support their studies. Quality insurance: 100% follow the general policies and practices of Canada.
Questions and Answers
Q: EduNova (Ava Czapalay): In what format will the information be available?
A: DFAIT (JP): The report will be in PDF on the DFAIT website but we hope to add a searchable database by country.
C: CeLEA (Robert Martellaci)The U of Phoenix has many programs offered online. The future of learning is coming extremely fast.
A: DFAIT (JP): We eluded the e-learning aspect of the report; not part of this particular study.
AUCC (Robert White): Some of our institutions provide e-learning but it is minimal.
C: LC (Gonzalo Peralta): I think it is a great idea to have done this report. There is a big difference between off-shore and distance education. With off-shore we leverage what we already have. Institutions have to be out there. Our competitors realize that these programs are channels to bring students to Canada.
A: DFAIT (JP): I recall that our competitors have been doing this for a long time. The French have had the Lycées français. Now we have 63 Canadian curriculum (primary, elementary and/or secondary) schools abroad.
C: CAGS (Douglas Peers) Most of the Australian master degrees offered abroad do not respect the quality of Australian degrees. We need to be prudent.
C: Edu-Nova (Ava Czapalay): We have to be cognoscente of the fact that other countries do not offer the same quality as Canada.
C: CICIC (Yves Beaudin): Pheonix U and Meritus U offer programs here. Let’s not jump on a band wagon but keep in mind that there are many public institutions offering quality programs online.
C: WUSC (Tom Tunney): If you look at how students learn inside Canada, they learn online and the trend will only continue.
Q: DFAIT (JP): Not to minimize online training but this project did not include online training. FYI, there is a foreign education services bill going into the Indian parliament that will enable foreign institutions to open in the country, addressing huge capacity issues in India. Would Canadian institutions be interested of going there? How much time should the Canadian government spend at promoting off-shore campuses for Canadian institutions?
C: NACC (Richard Novez): We want to promote the Canadian Brand abroad to develop a pathway to bring students to Canada.
C: Garry Dick: DFAIT should help universities to set up off-shore
C: LC (Gonzalo Peralta): Mining for data is the first step. Continue: what capacity do we have? What are the target markets? The next step is to get the remaining information.
C: AUCC (Robert): Before investing the money, a blended format should be considered as well as online delivery. DFAIT should look at best practises and share them with us.
Health Break
Activity Report of the Association des universités francophones du Canada (AUFC)
Christophe Kervégant-Tanguy, Director General (AUFC)
During a fair, it studied how students from France perceive Canada. For them, it is the best of both worlds: French, English and bilingualism. Many students from other countries attended the fair. The students come for the values and the reputation. Francophone institutions outside Québec want to increase their number of foreign students. The AUFC is a network of 13 universities in seven provinces. In addition to Francophones, there are also multilingual francophiles who speak Arabic, Chinese, etc. Canada is perceived as being very open. We think that we offer something unique. The strongest impact does not come from learning the language, it comes from learning to think in the language. There are many immersion programs. There are fully bilingual courses that are key in the areas of health and the federal government. There are over 550 master’s programs. Emphasis is on health programs. Many Anglophones also want to study in French. Pedagogy: not just incorporating ICT but using ICT in pedagogy.
In France, there is an ignorance of the Canadian Francophonie outside Québec. They want to learn in both languages and take courses in English. They want bilingual campuses.
4.7% of the French are in Canada. French students want to come to provinces like Alberta. How does one explain that La Francophonie exists in Canada? No imitation possible. The British cannot offer it. Nor can France. We can promote the diversity of the offerings in our Brand. Positioning in France is very important. How can we better use our network? Draw specific attention to undergraduate studies? The AUFC is asking that PREP conduct a study on how to do better for La Francophonie. Survey the clientele.
C: DFAIT (JP): Under the Official Languages Act, we have a responsibility to help institutions in minority situations.
C: LC (Gonzalo Peralta): For us, we would be interested in participating in a positioning study. It is very important to explore the issue.
Round Table
WUSC: Focus on increasing diversity on campus (student refugee program, scholarships). Internship program for students and faculty development opportunities
ACCC: institutional linkages project (India and China) is a success that they hope to build upon. China- training program for Indian college officials Continuation of the joint SPP program with CIC, which is a great success. Annual conference- focus on strategy in Asia with large number of international delegations.
MTCU: Commitment in the budget to increase number of international students by 50% in last five years. Expansion of the Provincial nominee program.
CBIE: Manages scholarship program in Libya. Recent missions overseas.
Edu-Nova: Partnerships with Atlantic provinces to host a delegation from India.
NB: Will soon announce the international strategy for NB.
MCIE: In the next year their budget will be limited. Efforts will focus on Mexico, Brazil, and China.
LC: Riyadh, NAFSA, Berlin, ACTFL, ICEF, London, BCCIE and CBIE events.
Priorities: develop pathways, French programs
CICIC: Visit www.CICIC.ca to see the list of brand-eligible institutions and K-12 schools overseas
CETAC Deborah Burns- advisory committee now includes reps from the regulators of private career colleges in several provinces, CIC, and Canada Students Loans. Adding to the board of directors and board of commissioners.
NACC- Focusing on domestic quality assurance measurements. Have 40,000 personal support workers go through the standardized curriculum and have now developed online exams. Conference in Banff in May
AUCC: Continues to support our members’ international activities; good practices guide for international student recruitment in India; pursuing India strategy and engaging with members to organize a delegation of presidents to go to India in November; presentation to the Senate Foreign Affairs Committee made by AUCC on education as a platform for engaging with China.
CAGS: December workshop in Delhi on doctoral exchange programs was productive. Focus on exchanges and dual degrees, not necessarily recruitment. Looming issue: intellectual property. Alain- importance of distance learning and language technology. Need to develop in this field.
NAFSA – SIG: NAFSA Canadian reception is sold out
CAPBS Canadian association of private boarding schools (CAPBS) has now been created
CHEC: Primary objective is the organization of recruitment tours (India, Middle East, Latin America) where the target is key prestigious high schools.
Closing Remarks
Next meeting to be on November 30, 2010.
